A 5-Step Pre-Press Checklist for Designers to Maximize Media Coverage

Written by Brittany Sierra

We often think of publicity as the goal; forgetting that while gaining press attention can support brand growth, improve organic search results and generate sales, there’s a lot brands can do to optimize their efforts in order to properly prepare for what happens after your product is featured. After all, eyes, clicks and follows are headed your way, it’s important to take advantage of that momentum.

Consider creating a pre-press checklist, to ensure that all relevant departments are on call to mobilize when actively reaching out to media. Here are 5 things that should absolutely be part of this process.

1. Have plenty of inventory for key pieces

A common struggle with newer brands that can totally kill PR efforts is not being able to keep up with the demand generated by a press hit. If you are lucky enough to have your product featured in a major publication or website, make sure you are able to deliver on orders. Address this potential issue before landing press so that fulfillment isn’t an issue.

2. Audit Your Social Media Accounts

Social media is a major influence when it comes to buying decisions. Before you start press outreach, make sure that each of your social platforms reflects the current brand direction. Don’t be afraid to delete pictures and posts that no longer represent your brand. Remember, followers want to see your products and get an inside look at your business. Always ask yourself, “will my audience find this interesting, useful or helpful?” before you post.

Once that press hit comes in, make sure to promote it across all your channels, properly tagging the publication and writer in your copy. Editors appreciate this small act of gratitude as it helps to get their work in front of more people.

3. Make it easy to shop for editor favorites

The attention from being highlighted in a press piece can drive a significant amount of traffic to a brand website. As such, you want to ensure that there is continuity from the media coverage to the site. For example, if you know that Vogue is about to feature your white denim in their December issue, make sure those jeans are front and center on the homepage. You want to make sure that when people visit your site, it looks good and that you’ve made it easy for potential customers to buy. Some ways to ensure that your website is prepped and ready are:

In addition to making it easy for people to purchase the products they are looking for, make sure to do the following:

4. Create an about page you’re proud of…

Emerging brands often think that shoppable pages are most important and neglect building out an about page that truly explains the brand vision and story. However, the about page is often the most viewed page on a website. Prospective customers want to know more about a brand (values, personality, key players) before they make a purchase. A strong about page builds credibility and trust.

Once that press hit comes in, make sure to promote it across all your channels, properly tagging the publication and writer in your copy. Editors appreciate this small act of gratitude as it helps to get their work in front of more people.

5. Capture site visitors

Not everyone who visits your website from a press hit is going to buy immediately. It doesn’t mean your press efforts are worthless. Instead of focusing on immediate sales, focus on acquiring that customer through your email list. Entice new site visitors to subscribe through a first-time buyer discount code, exclusive access to new collections, free shipping or gift with purchase.

Getting published in a major publication or online platform is amazing, but media and press attention is only half the battle. The other half is taking advantage of that placement and extending its value in as many different ways as you can.

About Brittany

Brittany Sierra is Founder of Laptops & Smalltalk, a Portland-based boutique agency and online platform that bridges the gap between business and emerging fashion through brand development, business consulting, PR and Marketing.